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exaderation

exaderation

Description

School: Texas State University
Department: Journalism and Mass Communications
Course: Advertising
Professor: Thomas grimes
Term: Summer 2015
Tags:
Cost: 50
Name: Test 1 Review
Description: Advertising; Test 1 Review
Uploaded: 04/22/2017
6 Pages 130 Views 0 Unlocks
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What differentiates advertising, as a mass media message, from other kinds of mass media messages?




Why is marketing the umbrella profession under which advertising now falls?




What’s the difference between advertising and marketing?



Study Questions MC3367 Test # 1 1. What’s the difference between advertising and marketing? Why is  marketing the umbrella profession under which advertising now falls? - Before marketing/ advising a campaign is put together analIf you want to learn more check out - How does the problem affect your audience?
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ysis are  put together to produce a clear picture of what the customer wants  and needs. - Research who the company is(marketing).  2. What differentiates advertising, as a mass media message, from other  kinds of mass media messages? - Advertising definition- Advertising is the /structured and composed / nonpersonal  communication of information,/ paid for and persuasive in nature, / about products  (goods, services, ideas) / by identified sponsors through various media. 3. What is the “Stern Model” of advertising? What are its most important  elements? – the gross mechanism that makes advertising result in buying  behaviors.  4. What is a SWOT analysis? What’s being referred to when one refers to  the “external environment” and “internal environment”? - SWOT powerpoint 5. Understand the significance of the attitude  behavior model. What are  some of the things an advertiser can do to strengthen the connection  (the  part) of the attitude  behavior link? - Meer exposure hypothesis, celebrity endorsement, etc.  - lecture2    6. What’s the difference between deceptive ads and unfair ads? Why are  they not protected by the First Amendment? - Deceptive ads are ads that mislead the rational person by giving  unclear information and short sericites rational decision making. - Prays on or takes advantage of people who can’t think rationally because of pain, stress, etc. - Not protected because the amendment was never meant to protect  certain things. 7. What’s the difference between Central route and Peripheral route  processing of ads? Why do television advertisers generally prefer the  peripheral route of persuasion rather than the central route? - Central and peripheral deal with the elaboration of ELM and the  effective response …(lecture 2).  - Peripheral route to persuasion is one of the most effective route that  strengthens the attitude behavior link. V gv v tHalf tuned in and still persuaded- Central route to persuasion is someone standing in front of camera  and trying to get one to focus on them and buy a product. Relies on  reason. People stop and listen. 8. Why is the Internet such a significant advancement in allowing  marketers to more precisely target groups to whom they want to  advertise? - The internet provides opportunities to monitor consumer behavior by  monitoring browsing behavior and buying behavior. 9. Have a general sense of how advertising got started in this country… what social/economic conditions led to an environment friendly to  advertising. - Alexander Hamilton, an emigrant who came to this country with no  wealth. The US was coming together as a country and developed the  US. Wealth to those that did not inherit wealth. 10. How does advertising relate to a free market economy? - Advertising is necessary.  - The free market system won’t work without advertising which notifies people product innovations and explains why they will make their life  easier and why they “need” these products. Lubricates and greases  the economy. 11. What are some of advertising’s unintended social consequences?  How has advertising changed American society socially and culturally? - Can result in stereotypes. 12. Understand advertising’s relationship to the First Amendment to  the Constitution. - Advertising is protected by the 1st amendment of the constitution.  Deceptive and unfair advertising are not protected so they can be  punished. 13. What is puffery? Is it legal? What are some examples? - Puffery is protected by the first amendment. It is exaderation but will  not derail rational thinking.  - “new and improved” 14. What was the Golden Age of Advertising? - The beginning of the television age and the end was the beginning of  the digital age. a. What is the Unique Selling Proposition? - Television gave the advertiser the ability to show the product and  differentiate the product. b. What is Positioning Strategy - Finds a demographic group and positions the product with that group so they will recognize it as special to them. 15. What’s the significance of the R2 = X1+X2+X3+ Xi(tj)… equation?  The Xs represent different influences that affect the value of R2. To put it another way, R2 explains 1.00 (or 100 percent) of the reason someone buys a product. The Xs represent each of the reasons that motivate  someone to buy a product. One of those Xs represents the effect of an  advertisement on the reason a person buys a product. Another X might  represent the advice that person got from a friend to buy the product.  Another X might represent the need that a person has for that product  (such as the need for a car, or toothpaste, or plastic garbage bags.) So,  when you add up all those Xs, they total 1.00 of the reasons someone  buys a product.  - Significance of the equation is that it shows you how pitiful the  enterprise is, the things that get someone up to buy a product is  100% of the reason someone buys, advertising is only part of the  reason.  - Variables that predict why people buy things. - Make advertisements more powerful - (1) Known variable, (2) Advertising, (3) Stochastic Variables 16. Why is the effect of advertising, on purchasing decisions, so low?  Recall that I told you that the R2 of the effect of an advertisement on  buying behavior generally hovers around 10% or 20%. Why is that figure  so low? In other words, why is the reason that a person buys a product  explained by 80% or 85% of things other than advertising? - Because advertising is part of the larger social science  phenomenon. Motivate people to act a certain way is  multicollinearity. Sorting the jumble of things that make  people buy is difficult to do.Study Questions MC3367 Test # 1 1. What’s the difference between advertising and marketing? Why is  marketing the umbrella profession under which advertising now falls? - Before marketing/ advising a campaign is put together analysis are  put together to produce a clear picture of what the customer wants  and needs. - Research who the company is(marketing).  2. What differentiates advertising, as a mass media message, from other  kinds of mass media messages? - Advertising definition- Advertising is the /structured and composed / nonpersonal  communication of information,/ paid for and persuasive in nature, / about products  (goods, services, ideas) / by identified sponsors through various media. 3. What is the “Stern Model” of advertising? What are its most important  elements? – the gross mechanism that makes advertising result in buying  behaviors.  4. What is a SWOT analysis? What’s being referred to when one refers to  the “external environment” and “internal environment”? - SWOT powerpoint 5. Understand the significance of the attitude  behavior model. What are  some of the things an advertiser can do to strengthen the connection  (the  part) of the attitude  behavior link? - Meer exposure hypothesis, celebrity endorsement, etc.  - lecture2    6. What’s the difference between deceptive ads and unfair ads? Why are  they not protected by the First Amendment? - Deceptive ads are ads that mislead the rational person by giving  unclear information and short sericites rational decision making. - Prays on or takes advantage of people who can’t think rationally because of pain, stress, etc. - Not protected because the amendment was never meant to protect  certain things. 7. What’s the difference between Central route and Peripheral route  processing of ads? Why do television advertisers generally prefer the  peripheral route of persuasion rather than the central route? - Central and peripheral deal with the elaboration of ELM and the  effective response …(lecture 2).  - Peripheral route to persuasion is one of the most effective route that  strengthens the attitude behavior link. V gv v tHalf tuned in and still persuaded- Central route to persuasion is someone standing in front of camera  and trying to get one to focus on them and buy a product. Relies on  reason. People stop and listen. 8. Why is the Internet such a significant advancement in allowing  marketers to more precisely target groups to whom they want to  advertise? - The internet provides opportunities to monitor consumer behavior by  monitoring browsing behavior and buying behavior. 9. Have a general sense of how advertising got started in this country… what social/economic conditions led to an environment friendly to  advertising. - Alexander Hamilton, an emigrant who came to this country with no  wealth. The US was coming together as a country and developed the  US. Wealth to those that did not inherit wealth. 10. How does advertising relate to a free market economy? - Advertising is necessary.  - The free market system won’t work without advertising which notifies people product innovations and explains why they will make their life  easier and why they “need” these products. Lubricates and greases  the economy. 11. What are some of advertising’s unintended social consequences?  How has advertising changed American society socially and culturally? - Can result in stereotypes. 12. Understand advertising’s relationship to the First Amendment to  the Constitution. - Advertising is protected by the 1st amendment of the constitution.  Deceptive and unfair advertising are not protected so they can be  punished. 13. What is puffery? Is it legal? What are some examples? - Puffery is protected by the first amendment. It is exaderation but will  not derail rational thinking.  - “new and improved” 14. What was the Golden Age of Advertising? - The beginning of the television age and the end was the beginning of  the digital age. a. What is the Unique Selling Proposition? - Television gave the advertiser the ability to show the product and  differentiate the product. b. What is Positioning Strategy - Finds a demographic group and positions the product with that group so they will recognize it as special to them. 15. What’s the significance of the R2 = X1+X2+X3+ Xi(tj)… equation?  The Xs represent different influences that affect the value of R2. To put it another way, R2 explains 1.00 (or 100 percent) of the reason someone buys a product. The Xs represent each of the reasons that motivate  someone to buy a product. One of those Xs represents the effect of an  advertisement on the reason a person buys a product. Another X might  represent the advice that person got from a friend to buy the product.  Another X might represent the need that a person has for that product  (such as the need for a car, or toothpaste, or plastic garbage bags.) So,  when you add up all those Xs, they total 1.00 of the reasons someone  buys a product.  - Significance of the equation is that it shows you how pitiful the  enterprise is, the things that get someone up to buy a product is  100% of the reason someone buys, advertising is only part of the  reason.  - Variables that predict why people buy things. - Make advertisements more powerful - (1) Known variable, (2) Advertising, (3) Stochastic Variables 16. Why is the effect of advertising, on purchasing decisions, so low?  Recall that I told you that the R2 of the effect of an advertisement on  buying behavior generally hovers around 10% or 20%. Why is that figure  so low? In other words, why is the reason that a person buys a product  explained by 80% or 85% of things other than advertising? - Because advertising is part of the larger social science  phenomenon. Motivate people to act a certain way is  multicollinearity. Sorting the jumble of things that make  people buy is difficult to do.

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